eBay Buys Local-Advertising Start-Up Where

Online auction and retail platform eBay has acquired location-based smartphone app maker Where for $135 million.

Where is a Boston based local and mobile commerce company that offers a local mobile discovery application of the same name and a location based mobile advertising network called Where Ads.

The start-up combines its two location based smartphone services to offer personalised hyper-local advertising, offers, and deals to customers across the US. Where’s services are used by more than 120,000 retailers that hope to attract local customers.

eBay’s PayPal online payments division will incorporate the technology into its own mobile commerce service to allow PayPal customers to take advantage of the local deals offered by the start-up.

The company said that the Where acquisition builds on the acquisition of Milo last year. Milo offers a location based online shopping experience.

“Local commerce companies like WHERE are blurring the lines between in-store and online shopping. By giving people hyper-local, relevant retailer information and deals on their mobile phones, we see a huge opportunity for local merchants to reach more buyers, and for consumers to get more choice and value when they shop,” Amanda Pires, a senior director at PayPal said in a statement.